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Artículo Año: 2010 Vol.: 8 Núm.: 3 Págs.: 91-104 Idioma: Inglés

Sustainable Cultural Events Based on Marketing Segmentation: The Case of Faro Capital of Culture

Autor: Patricia Oom do Valle, Júlio Mendes, Manuela Guerreiro

The city of Faro was designated by the Portuguese government as the 2005 National Capital of Culture. The Faro 2005 National Capital of Culture took place between May and December in several cities of the Algarve region, with most events occurring in Faro. The programme consisted of 185 different performances represented through music, cinema, theatre, ballet and plastic arts. The paper analyses
segments of the population that participated in the Faro 2005 event and discusses the relation between the event's success and the degree of satisfaction of the participants. The contribution of the paper lies in pointing to the importance of an adequate marketing approach of large-scale events, such as cultura events, in order to achieve great er audience appeal/impact, in order to ensure sustainability.

ISSN: 1695-7121
URL: Descargar
Título en inglés: Sustainable Cultural Events Based on Marketing Segmentation: The Case of Faro Capital of Culture


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